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The Magazine Market in Denmark and Germany
Unformatted Document Text:  Competitor analysis in the b2b segment shows a different picture. A high number of publishers is active on the market, many of them issuing only one or two titles. This results in a great variety of magazines targeting different groups in society. Dansk Landbrug A/S for instance issues magazines in the field of agriculture, while IDG Danmark A/S has specialised in computer titles. Other titles target e.g. hunters, brewers and priests. As displayed in Table 6, single companies have only minor market shares between 1% and 3% based on share of circulation per issue. Danish trade organisations and labour unions are highly active in magazine publishing. Some of their titles reach record circulation numbers, even in comparison to the consumer segment. As an example, labour union 3F’s magazine Fagbladet 3F is Denmark’s largest title with a circulation of 356,297 per issue (Danish Specialist Press). Combining the most relevant titles issued by trade organisations and unions, they reach a market share of around 16%. The remaining part of the market is fragmented. Following theory, Denmark’s b2b sector is characterised by high intensity of rivalry as competitors are numerous, broadly equally balanced and diverse (Porter 2004 p. 18). However, the facts that a great variety of different target markets within the b2b sector exists and that some competitors publish without the intention of making profits – as is the case with labour unions – tends to soften competition. Table 5: Consumer Magazines: Top Eleven Titles by Circulation in Denmark 1 (2003) Title Circulation (Thousands) Publisher Frequency Category Familie Journalen 228 Aller Press Weekly General Interest Hjemmet 197 Egmont Magasiner Weekly General Interest Se og Hør 194 Aller Press Weekly TV Guides Billed Bladet 185 Aller Press Weekly TV Guides Ude og Hjemme 177 Aller Press Weekly General Interest Her og Nu 128 Egmont Magasiner Weekly TV Guides Kig ind 104 Aller Press Weekly TV Guides Søndag 97 Aller Press Weekly Women's Magazines Femina 90 Aller Press Weekly Women's Magazines Alt for Damerne 86 Egmont Magasiner Weekly Women's Magazines Bo Bedre 80 Bonnier Publications Monthly Special Interest 1 Circulation July-December each year. Sources: Danish Audit Bureau of Circulation 2005, Danish Association of Magazine Publishers 2005, WMT 2004 14

Authors: Friedrichsen, Mike. and Kurad, Astrid.
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Competitor analysis in the b2b segment shows a different picture. A high number of
publishers is active on the market, many of them issuing only one or two titles. This results in
a great variety of magazines targeting different groups in society. Dansk Landbrug A/S for
instance issues magazines in the field of agriculture, while IDG Danmark A/S has specialised
in computer titles. Other titles target e.g. hunters, brewers and priests.
As displayed in Table 6, single companies have only minor market shares between 1% and
3% based on share of circulation per issue. Danish trade organisations and labour unions
are highly active in magazine publishing. Some of their titles reach record circulation
numbers, even in comparison to the consumer segment. As an example, labour union 3F’s
magazine Fagbladet 3F is Denmark’s largest title with a circulation of 356,297 per issue
(Danish Specialist Press). Combining the most relevant titles issued by trade organisations
and unions, they reach a market share of around 16%. The remaining part of the market is
fragmented. Following theory, Denmark’s b2b sector is characterised by high intensity of
rivalry as competitors are numerous, broadly equally balanced and diverse (Porter 2004 p.
18). However, the facts that a great variety of different target markets within the b2b sector
exists and that some competitors publish without the intention of making profits – as is the
case with labour unions – tends to soften competition.
Table 5: Consumer Magazines: Top Eleven Titles by Circulation in Denmark
1
(2003)
Title
Circulation
(Thousands)
Publisher
Frequency
Category
Familie Journalen
228
Aller Press
Weekly
General
Interest
Hjemmet
197
Egmont Magasiner
Weekly
General
Interest
Se og Hør
194
Aller Press
Weekly
TV Guides
Billed Bladet
185
Aller Press
Weekly
TV Guides
Ude og Hjemme
177
Aller Press
Weekly
General
Interest
Her og Nu
128
Egmont Magasiner
Weekly
TV Guides
Kig ind
104
Aller Press
Weekly
TV Guides
Søndag
97
Aller Press
Weekly
Women's
Magazines
Femina
90
Aller Press
Weekly
Women's
Magazines
Alt for Damerne
86
Egmont Magasiner
Weekly
Women's
Magazines
Bo Bedre
80
Bonnier Publications
Monthly
Special
Interest
1
Circulation July-December each year.
Sources: Danish Audit Bureau of Circulation 2005, Danish Association of Magazine Publishers 2005,
WMT 2004
14


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